Name : Abdul Rasyid Romadhoni

NIM: 29116028

Please decide the positioning of Himalaya Toothpaste and explain how you came to that
decision.
The Positioning of Himalaya Herbal Complete Care of Teeth (Active Fresh Toothpaste)

In my opinion Himalaya should enter the niche segment or problem solving and attacking
the market leader Coolgate Active Salt by keeping the ayuverdic concept, because previously
himalaya is the premium toothpaste by its price but didnt have clear segmentation whether it
was on freshness category, herbal category, overall health category, or niche category. Its
shown from himalaya tagline indulge like a child, brush like an adult. I think that tagline
couldnt create the awarness of candidate customer using the himalaya toothpaste because
Indian people have strong cognitive and affective belief in line towards brand communication
on the niche segment than the blurry tagline from Himalaya. Data shown from exhibit 6,
the niche segment win from other segment up to 100% from Coolgate Active Salt brand.
Also there are several consideration why Himalaya should compete the Coolgate active
salt on the niche segment:
1. The functional level score only goes up in the niche segment
2. Consumers in the niche segment are more involved in the buying decision of a tooth
paste
3. Toothpaste is a low involvement category with consumers knowing the need of a
toothpaste but are not too attached to functional attributes except in the niche
category.
4. Consumers in the niche segment are more involved in the buying decision of a tooth
paste
So, in this case I think we can add a freshness element from himalaya herbal toothpaste in the
niche segment. The general strategy is followed the market leader Coolgate Active Salt but
we can put several differentiation from competitor as a brand power, such as:
1. A premium Herbal Toothpaste for the niche category ; Fresh , Natural , Caring and
Secure
2. Providing freshness and solution to the following problems: Tightening & Reducing
swelling / bleeding of gums, prevention of tooth decay & tooth ache, bad breath
control
From the consideration above, I think the positioning of Himalaya Herbal Tootpaste should
be like as follow:
Target: Urban community who concerned about oral healthcare
1. Oral solution with ayurvedic concepts and herbal product expertise with premium
usage, all natural, and healthy.
2. Freshness sensation that solving oral health problems.
3. Brand character: fresh, natural, caring and secure
4. Improving awareness of Himalaya Brand using the brand ambasaddor
5. Change overall brand rating: Number 1 Worlds Herbal toothpaste recommended by
dentists